Casual game publisher King.com has shifted its focus over the last few years from its King.com platform to Facebook and mobile offerings. With that shift has come a shift in the company’s name. King.com on Tuesday announced that it would not be referred to simply as King.

The company which operates more than 150 Web titles recently brought its smash hit Candy Crush Saga to Facebook and it is planning to further that partnership and its mobile reach in the months and years ahead.

Speaking at the Game Developers Conference in San Francisco King CEO Riccardo Zacconi said more games are on their way to social and mobile with King now drawing in more than 108 million players to its network.

With the shift towards mobile and Facebook’s ability to draw in a massive number of gamers we are likely to see more of this transition type from traditional web game developers.

James Kosur has worked in the new media space for the last 10 years, helping many publications build their audiences to millions of monthly readers. He currently serves as the Director of Business Development at Business2Community.com and the CEO of Aven Enterprises LLC.